The Sharing Economy Policy in Britain and Its Impact on China’s Trademark and Brand Internationalization Strategy

Xiao Mu

Abstract— The internationalization strategy on China’s sharing economy models, represented by Mobike, has contributed to the economic development around the world in an innovative way. This paper introduces authorities’ attitude to sharing economy in China and demonstrates several key policies in terms of sharing economy adopted by British government between 2013 and 2017. The purpose is to track inherent logical relation on these policies and observe unresolved issues confronted by Chinese sharing economy-driven companies who are seeking overseas expansion. In response to these problems, this paper highlights key issues related to, and raises crucial suggestions on how Chinese enterprises participating in sharing economy such as Mobike should implement ‘Go Global’ Strategy under the framework of ‘The Belt and Road Initiative’ in a more effective way, and to improve global competitiveness and build up global reputation in terms of trademarks and brands.

Index Terms— China, Manchester, mobike, sharing economy, UK.

Xiao Mu is with International School of Law, Beijing International Studies University, Beijing, China (e-mail: muxiaowh@hotmail.com).